Target Launches 41-Piece Rosie Assoulin Collection, Mostly Under $50

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7.23.2026

Quick Facts

Target launched the Rosie Assoulin x Target collection on July 25, 2026, with 350 items mostly priced under $50 and sizes ranging from XS to 4X.
The 41-piece core collection spans apparel, accessories, and home goods, marking Assoulin’s first-ever multi-item home category collection.
Target reported Q1 2026 net sales of $25.4 billion, up 6.7% year-over-year, though apparel and home sales remained below 2024 levels.

Target launched its Rosie Assoulin x Target collaboration on Saturday, July 25, bringing the New York designer’s signature bold colors and silhouettes to shoppers at a fraction of her mainline prices. A cotton poplin shirtdress from Assoulin’s main label starts at $650. The Target version costs under $50.

The collection includes 350 items spanning dresses, bags, footwear, and home goods. Signature pieces include flip-flop sandals with oversized striped ribbon straps, raffia handbags, kitchen towels, dual-purpose beach towels that double as sarongs, and a tiffin box. Colors run cobalt blue, poppy red, and lemon yellow.

The home goods category is new territory for Assoulin. Target confirmed this is her first-ever multi-item home collection.

Assoulin, a CFDA emerging womenswear designer of the year award recipient, trained at Oscar de la Renta in New York and Lanvin in Paris before launching her eponymous label with a Resort 2014 debut collection. Her celebrity client list includes Ayo Edebiri, Margot Robbie, Beyonce, and Rihanna.

Target SVP of Apparel and Accessories Tara Russell said the retailer worked with Assoulin for over a year to develop the collection. Russell called designer collaborations a reliable traffic driver with high sell-through rates. She described the Target formula as offering great style, great quality, and great design at accessible prices.

Assoulin, who described herself as a longtime Target customer and busy mom, said the goal was to bring effortless, convertible pieces that work from the beach to dinner.

Target hosted a launch event at its SoHo store in New York on July 25, featuring a community art installation and giveaways. Select stores nationwide received collection-themed visual displays. The full assortment is also available on Target.com and in the Target app.

The Rosie Assoulin drop is Target’s second major designer collaboration in July. Earlier in the month, the retailer launched a LoveShackFancy partnership covering more than 200 items across apparel, accessories, beauty, and school supplies, timed to the back-to-school season.

Both moves come as Target works to reverse weakness in its apparel and home categories. The company posted Q1 2026 net sales of $25.4 billion, beating Wall Street estimates by nearly $800 million and snapping four consecutive quarters of comparable sales declines. Despite the headline beat, home and apparel sales remained below 2024 levels.

Designer exclusives are a core pillar of Target’s differentiation strategy alongside private-label brands including Up and Up, Good and Gather, and Cat and Jack. Limited-edition drops create urgency, drive foot traffic, and test price elasticity in categories where Target needs to rebuild consumer confidence.